The City University of New York study found that wearing red made women more attractive, but only to men who already fancied them a bit.

Wearing a red dress isn’t like spraying Viagra from a crop-duster, in other words – but for women wanting to boost what God gave them, it’s perfect.

Christine Bently. Photo: Rex Features

Lead author Steven G Young of the City University of New York wrote in the European Journal of Social Psychology, ‘Recent evidence suggests that coloration may serve a purpose in human mating, as female sexual excitement is associated with reddening of the cheeks, neck, and chest.